Buyer decision process Essay

merchandising Thoery & PracticeQ.13 What is meant by the grease ones palmser finis performance ? develop the butt against , relating it to an privates corrupt of a new digital photographic photographic television tv tv television camera.1 . IntroductionWhen a person makes a decisiveness to taint something, basic onlyy, the crossway he wish to misdirect is useful for him and he call for it. Then he impart go to find the instruction approximately that kind of goods from every seller and disparate shops. After he collect the nurture from ads, magazines, his friends, or mass media, he impart think about that, comp argon the qualities, prices, go in the midst of different sellers or companies, reconcile which brand of the product he gonna buy. Finally, he pull up stakes choose the virtually best-loved brand to buy. After he bought the product, as a marketer, do non leave alone the last part of buyer finding process. Post- obtain behaviour. The reaction of nodes ar very significant for a caller . What are the buyers persuasion about the products , its convenient or dissatisfied, level(p) the reputation of one receive with are all cyphers on Post-Purchase behaviour.So , the stages buyers pass through to reach a buying dcision are Stage 1 Stage 2 Stage 3 Stage 4 Stage 5Need lore Information try Evaluation of alternative Purchase decision Post- corrupt behaviour.Clearly, the buying process starts long in the outset actual purchase, and continues long afterwards. Marketers regard to centralise on the entire buying process rather than on just the purchase decision. But in much(prenominal) than second purchase consumers often miss or reverse some of these stages.( Kotler Brown Marketing 6th edition . )2 . buyer end cover At the beginning of year 2004, Tony decided to buy a digital camera for taking photos during his jaunt virtually Europe. at that place were lots brands of digital cameras on sell at that time. He had to make a decision between them.2.1 Stage 1 Need recognitionTony wants a digital camera to support photos during the way for personal using. in that respectfore the implys of functions are just enough for satisfy the individual contend. The digital camera need to comport the basic function the general camera has and the price should be not overly expensive, its better if the quality of pictures are more clearly, the f number faster and the stick out novelty.From this stage, the marketers should research the reading that what the consumer need. It could become the pose for a party who want reform the skill of their producing, for less risk , they need to follow the Marketing Concept , outside-in perspective , focus on customers .2.2 Stage 2 Information searchThe science nowadays is developing all the time , plurality need the cameras have more technologies in them . Digital camera could satisfy the demand of customers by its bigger liquid crystal let on screen t ransiting photos to computers from the camera colorful present faster speed innovative features and kindredly, all of these become the objective of the camera companies.There are lots goods from different camera companies such give care economy, Sony, Kodak, Olympus, Samsung could be chosen by Tony. As most customers, Tony sound his friends, asked how was the opinions and knowledge of the brand of the product from them, aver some news about digital camera from magazines and newspapers, found some information through the internet, even go around several camera shopsAt last, he limited the scope he the researching. He found two type of cameras which are fit for him. They are Sony Cyber-shot DSC-T1(Sony DSC-T1) and CANON IXUS430( statute S430). Sony ruleWe can see, in the bank line introduction today, a comp all must traffic pattern its marketing mix to make protects conscious(predicate) of and knowledgeable about its brand.1 Its very definitive for a company to know wha t the consumer thinking about their products and even the repute of them. If they didnt advertised the produce, they may loss a lot of business profit because the complete ignorance of the customers.2.3 Stage 3 Evaluation Of AlternativesThe two digital camera companies all have high quality and good faith, the price of Sony DSC-T1 is 550 dollars, however the lord price of edict S430 was 620 dollars, now they are on sell just 520 dollars. Canon has a 1.5 LCD screen, Sony is 2.5 LCD display The speed of Sony DSC-T1 is 151/5300 s, and the speed of the Canon is 151/2000 s Canon camera has the USB input to tie in with computers, precisely no computer storage stick. There are both USB input and memory stick on Sony DSC-T1. The weight of Sony is 180g, and Canon is 185g. For the people who buy the Sony camera, they retain the rectify to exchange the goods with any fault whenever they want in one year. Theres a only half a years warranty to Canon S430. But, If Tony decides to buy the Canon S430, he could also get a free camera handbag from the company.For personal use, the warranty of the company is the most important, which means to a company, returns marketing is very important. Sony may further Canon by this factor. But also, Tony need to compare the qualities of two brands of cameras. He never spirit how big the screen is, any of these two is ok for him. Because its a individual purchase, he just wants the speed of the camera enough to take normal photos, if faster, thats better. Tony need the camera could associate with his computer, that he could keep the photos and fix them by the program in his computer and propel them to his friends and relative. If the camera has memory stick is more useful. Sony is lighter than Canon, Tony could get more convenience from Sony camera. However, the price of Sony is 30 dollars more than Canon.2.4 Stage 4 Purchase DecisionAfter he compare the conditions higher up carefully, he made a decision to buy Sony Cyber-shot DCS-T1 camera. But its motionlessness not the last decision hes made. Two factors can come between the purchase intention and the purchase decision. Maybe his friend doesnt like the brand of Sony but Olympus, or at the same time, the price of another digital camera from Olympus has dropped down to 490 dollars and also has the similar effect as the two camera weve talked before. He may change his mind and buy the Olympus camera.2.5 Stage 5 Post-purchase doingsAfter all of 4 stages before, Tony bought the camera which he decided to buy Sony Cyber-shot DCS-T1, It seems like, he has already finished his buying process, but not really. The last stage of purchaser decision Process is very important. If Tony is satisfied by the camera he bought, he may advertises to his friends and suggest them to buy this brand of products (not just camera) and he will assumption this company and buy this brand of product again. However, if he finds the quality of the camera is not as good as what he wants, he will also kick how bad the product is to his friends and relatives. Theres not just one customer dissatisfy like Tony, the company will lose million dollars of profit. Therefore, companies should pay heed to the Post-purchase process . The reputation of the company is depend on this stage. It could help the marketers get more customers and business profit.When some customers want to buy some goods, maybe theres not all the stages during the process. They may traverse or reverse some of the stages. meet like Tony, If he is satisfied this time, the conterminous time he want to buy a walkman, or digital TV, or DVD player, he may skip of the second stage(Information search) and the third stage(Evaluation of alternatives). And also, for the next time, he reverse of the stages. the last stage(Post-purchase behaviour) come after the first stage(Need recognition) before the forth stage(Purchase decision).3 . Conclusion The Buyer Decision Process is the process when the custo mers making decision to buy something. It useful for customers to get the goods they really need and fit for the value. Also its the most common way of purchasing goods. On the other hand, the process is very important for marketers to improve their producing skill and get the information of how customers feel about their products. If marketers follow the process and satisfy the customers, they will be self-made in their business.4. Reference 1. Marketing, 6th edition, Kotler Brown.2. equity in Commerce, 2nd Edition, Brendan Sweeney & Jennifer OReilly.3. http//www.dcresource.com/reviews/sony/dsc_t1-review/index.shtml4. http//www.dpreview.com/